Quick! Where you were last Wednesday at 7.30 PM? If you carry any Android phone or tablet, Google now can automatically figure out where you work and warn you about traffic.
Google launched the first version of this tool around the same time that they launched Latitude. After they killed latitude off, they kept their location browser around, polishing it up and adding new little tricks as time went on.
It’s mind-blowing to think about how much data they’re gathering, if you’re suddenly realizing there’s location or two that you’d rather weren’t sitting in your history, you can wipe it on a day-by-day basis or clean your entire location slate in one fell swoop.
Twitter announced a new feature that it calls “broad match for keyword targeting” which allow advertisers running keyword targeted campaigns to reach users who are using synonyms alternate spellings, or “Twitter Lingo.”
For instance, if the coffee shop sells lattes but not espressos, it can use the “+” modifier on the broad matched terms to prevent broadening and targeting the wrong users. Targeting “love + latte” will match to users who tweet “luv latte,” but not those who tweet “luv espresso.”
Twitter says broad match is now available through ads.twitter.com and its advertiser API. Furthermore, broad match will be the default matching type for targeted keywords moving forward. Existing campaigns will remain unchanged and will be automatically opted into the “+” modifier to prevent broadening.
None of this is new, yet on social networks like Twitter, features are of utmost importance as users interact with the service in unique ways after all they only have 140 characters to work with.
Facebook has announced new mobile app as options to developers to help drive up engagement. The ads let developers make use of seven specific calls to action choices to include in their apps.
In its first phase of mobile app ads, Facebook offered one call to action: “Install now”. Now the company is moving into the second phase and has added seven more: “Open Link”, “Use App”, “Shop Now”, “Play Game”, “Book Now”, “Listen Now” and “Watch Video”, which are all designed to increase engagement with existing apps.
Facebook launched its in-app ads last September, and they have driven more than 145 million installs from Apple’s App store and Google Play, according to Facebook. The change in calls to action was partially influenced by a study conducted by Localytics, which found that 66% of app users only open apps between one and 10 times.
The idea of re-engaging users is a familiar one in Online Marketing. Now the Facebook can take the form of targeting users who have already installed a mobile App and then presenting them with custom calls to action. A Facebook spokesperson noted that the new calls to action should make the ads more tailorable to apps beyond gaming. They also said this won’t change the way the company charges for the ads.
For Facebook itself, mobile app install ads have helped drive its rapid rise in mobile ad sales, which accounted for 41% of total ad revenue in the second quarter. While not providing specific numbers Facebook CEO Mark Zuckerburg said in the July earning call that revenue from the app ads continued to accelerate.